Aaron van Dorn: It's a vibe. I was unaware of the anti-woke stuff, which is surprising because they've made a concerted effort to appeal to comedy and music spaces.

Honestly this makes no good business sense. Not just the policy shift but announcing it, I just can't imagine they'll distinguish themselves in the market like this.

Here's their statement if you don't want to go over to Twitter

It's absolutely stabbing yourself in the leg believing that you'll get an all-expenses paid vacation at the hospital.

There's like 2 brands that have succeeded while making their schtick that they're anti-woke, and only one of them is even vaguely *known* for that outside of their fanatics.

(Those brands would be Black Rifle Coffee and Liquid Death Mineral Water, for reference.)

Liquid Death Mineral Water? Am I having a stroke?

It's a vibe. I was unaware of the anti-woke stuff, which is surprising because they've made a concerted effort to appeal to comedy and music spaces.

Oh, yes, the CEO is one of those guys who likes to rant and rave about woke liberal safe spaces and shit like that (unsurprising given how he apparently couldn't shill fucking tap water without making the branding manly and tough).

Although, like all of those sorts of guys, he's more than willing to take money from the people he has contempt for- in the venal, avarice always trumps hate.

The only thing I like about that brand is it's in can. Plastic bottles never get cold enough. It's like the only seltzer you can get at the rest stops on I95 in Jersey.

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